The document discusses how hospitals can use social media. It provides examples of how the University of Maryland Medical Center (UMMC) and other organizations have implemented social media strategies. UMMC uses YouTube, Facebook, and Twitter to provide customer service, community outreach, patient education, and public relations. Their social media presence has increased viewership of educational videos and engagement with the community. The document advocates that all organizations should consider using social media where their customers spend time online.

1. Hospitals and Social Media Ed Bennett, Director of Web Strategy University of Maryland Medical System

2. Agenda What is Social Media? How can hospitals use these tools? Current numbers Our experience at UMMC Examples from other organizations 1 2 3 4 5 The ROI issue Getting started 6 7

3. About Me Working in the Web since 1994 Many hats: Startup participant Business consultant Programmer / Designer Been at UMMC since 1999 Not a Social Media Expert

4. What is Social Media? It’s a conversation, not a lecture It’s an extension of everyday interaction It’s group driven, not top-down It’s messy, disorganized & hard to control It’s a tool, not an end-point It’s where our customers spend their time

5. It’s a bunch of Web Sites with very silly names

6. How can a Hospital use Social Media? A. How do they use this tool?

7. How Are Hospitals Using Social Media? Customer Service Another contact point for our customers Community Outreach The people in our physical community are on these sites Education A natural extension of our efforts to reach & teach Public Relations The media is there looking for stories & sources Crisis Communications Take control of the message, and keep community updated in real-time Recruitment LinkedIn, Facebook and other tools are used to recruit Clinical and Administrative staff Brand Monitoring People are talking about us - What are they saying? Service Recovery Step in to offer solutions / change attitudes

8. Current Hospital Social Media Accounts

9. Rapid Growth – YouTube and Twitter Number of Hospital Accounts by Month

10. The UMMC Social Media Program Background Started in the Fall of 2008 Run out of the Web Services Department Uses Twitter, Facebook and YouTube Conservative approach Minimal investment Goals Another channel to spread the word about UMMC Enhances / enables “Word of Mouth” UMMC b rand & reputation monitoring Media corrections Puts UMMC “In the Room” Establishes UMMC as a trusted source in social media spaces

11. UMMC YouTube Channel YouTube.com One of the largest social media sites The #2 Search Engine An easy “safe” choice for hospitals Transition between push and collaborative models

12. UMMC YouTube Channel YouTube.com/ummc Over 160 Videos Duplicates the videos embedded on our Web site Core content from Maryland Health Today – a professionally produced cable show Adding 15 to 20 videos each month Doctor Bios Patient Testimonials UMMC Events

13. UMMC YouTube Channel The "Secret Sauce" for getting viewers: Detailed Descriptions

14. The UMMC YouTube Channel # of videos watched Impact Each day: 1,500 people watch a video on umm.edu An additional 600+ people watch on YouTube These are new visitors, new exposure

15. UMMC on Facebook Facebook.com Largest Social Network 250 Million active users (83 Mil. U.S.) 50% log in everyday 1 Billion pieces of content shared each month Fastest growth with people age 30+

16. UMMC on Facebook Facebook.com/medcenter Over 1,000 fans Tools: Newsfeeds Polls Galleries Events Videos Ask the Expert

17. UMMC on Twitter Twitter.com Rapid growth Quick adoption by Hospitals Lots of media attention (hype) Long-term commitment Best for conversations - not push

18. UMMC on Twitter Twitter.com/ummc 2,700 followers 3 to 4 updates / day Clear identity Multiple accounts (and some are push..) 80 / 20 rule – it’s not always about UMMC

19. UMMC on Twitter www.twitter.com/ummc Service Outreach Reputation monitoring Quick response Sincere concern Converts a negative impression to a positive

20. Examples from Other Organizations

21. Community Outreach – Sutter Medical Center Sutter Eden Medical Engages the local community about hospital building plans with this blog and a Twitter feed. suttermedicalcentercastrovalley.org twitter.com/SutterEdenMed

22. Real-time Education - Aurora Health Care Bilateral knee replacement surgery In the first wave of Live OR Twitter events Advance marketing built viewership from 900 to 2,000 followers in one week Tracked 20 consultations tied to the event, that resulted in 14 procedures Local / National press coverage twitter.com/Aurora_Health “ Had this done about 2 years ago but I know I will learn more today being awake” “ I heard about this on GMA this morning and got excited”

23. Referring Physician Outreach - MD Anderson Cancer Center twitter.com/PhysRelations Promote use of Referring Physician Portal Targeted messages on Twitter, Facebook and YouTube Built Physician loyalty Saw a 9.5% increase in physician-referred registrations

24. Coordinated Program - Childrens Hospital Los Angeles Invitation to “Share Your Story” Well designed YouTube Channel Active Facebook Account w/ over 2,200 Fans Engaged, conversational Twitter presence Cross promotion between all sites "wow . . . looking at your pictures, I can sense that your hospital has the heart and will to take care of your patients." Blog: www.wearechla.org

25. Service Recovery – Scripps Health Monitors Social Networks for the Scripps name Steps in to help & resolve problems Typical customer response – Surprise, amazement twitter.com/Scrippshealth

26. Used a Blog and Twitter during the Spring 2009 floods Created the blog and had first update posted in one hour Decreased Media demands & freed phone lines during the emergency Took control of the message Crisis Communications - Innovis Health

27. Fall H1N1 Preparation Targeting Young Adults Social Media “Kits” – Badges, embedded widgets, content syndication Coordinating with independent bloggers Multiple Twitter feeds with over 800,000 followers Podcasts, RSS feeds, email lists, text messaging alerts Crisis Communications – Centers for Disease Control

28. These services will continue to grow and grab attention (time spent on site). An expectation that your organization will be available where they “live.” An expectation that feedback, commenting, mash-ups, and sharing of your content can be integrated into their community. The end of traditional “Push-only” Web sites. What to Expect:

29. What’s the ROI? Q. What’s the ROI of Social Media?

30. A. What’s the ROI for putting your pants on in the morning?* *David Scott - http://bit.ly/hSzIi Q. What’s the ROI of Social Media? What’s the exact ROI of these services? Pastoral care Front desk staff Groundskeepers Housekeeping staff Call center Certain services are expected, it’s a part of doing business

31. Instead of ROI, Think ROC: Return On Connections Positive Word of Mouth Service Recovery Message Influence (not control) Brand Monitoring Instant Feedback Q. What’s the ROI of Social Media?

32. How Can Your Organization Use Social Media? These examples could apply to any public-facing organization Any communication function should be considered Ask your customers / Look at your competition Where does your community live?

33. Getting Started With Social Media You can start small Look to your internal experts Consult with your legal team & create policies Audit courses at SMUG - social-media-university-global.org Only begin what you can maintain Be able to respond quickly Prepare for the negative, but expect mostly positive Remember, only 350 U.S. hospitals out of 5,000 use social media tools – this is just the beginning

34. Thank You Edward Bennett Director, Web Strategy University of Maryland Medical System 410-328-0771 [email_address] http://ebennett.org